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Powerful Persuasion Strategies


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Social influence causes human change--whether that change is a behavior, an attitude, or a belief. Inducing a change in behavior is called compliance. Inducing a change in attitude is called persuasion. Inducing a change in belief is called either education or propaganda--depending on your perspective.

Social influence is said to be employed by an agent or practitioner upon a target. The agent's message is called her advocacy. If your goal is to get your husband to stop overeating, you may seek compliance-- by getting him to stay out of the refrigerator--or you may influence him to internalize different eating habits, in which case he would be persuaded. You are the agent, your husband is the target, and your tactics or message would be your advocacy.

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